By: Mackenzie Ryseff
Copywriting is an extremely important aspect of marketing and advertising for any company/business. Without it, businesses would not be able to share messages with possible customers, expand their markets, and keep current customers engaged.
But what is copywriting anyways?
It is the process of writing persuasive marketing and promotional materials that motivate people to take an action such as buy a product, click a link, donate to a cause, etc.
- Copywriting is used in many ways:
- Company websites
- Copy for print and digital advertisements
- Headlines
- Newsletters
- Press releases
- Scripts for video advertisements
- Slogans
- Social media captions
- And more!
What many business owners don’t understand is that copywriting is very different from journalistic style writing. This common misconception could cost you possible customers, engagement, followers, etc.
Journalistic writing has the goal to inform; to give people information they need to make better decisions regarding their personal lives. It is typically objective, factual, and written in the “inverted pyramid” style, meaning the most important information is written first and the extra (less relevant) information is provided towards the end of the article.
Copywriting differs in that it has the goal to persuade. It demands things from readers, viewers, and listeners. It aims to change people’s attitudes and make people take certain actions. Typically these goals are to get the customer to try a product, make a purchase, take a viewpoint, or evoke a specific emotion.
You can improve your business’s copywriting by following these 5 steps:
- Know your audience.
- Focus on the benefits.
- Utilize a call to action.
- Utilize verbs.
- Be conversational.
Let’s go!
- Know your audience.
The first step to successful copywriting is understanding your target audience and determining their wants and needs. This knowledge will help you tailor your copywriting to address their specific concerns and connect on a deeper level.
Consider these questions:
- Who is your target audience?
- What do they want and need?
- What type of lifestyle do they live?
- What benefits would they get out of your product or service?
- Focus on the benefits & be direct.
When describing your product or service, emphasize what it will do for your audience, not just the features of it. Customers are more interested in how they will benefit from you, so convey this answer clear and concisely.
“We are the #1 energy drink brand in the United States.”
vs.
“We are here to supply you with the energy you need to accomplish your goals and live life to the fullest.”
- Utilize a call to action.
Don’t leave your readers hanging; guide them toward the next step. Including a call to action is the best way to encourage people to follow your lead. After showing how your product/service can improve people’s lives, make it easy for them to take advantage of your solution. Including direct links and buttons will increase chances of your audience following your call to action.
“Take control of your finances now.”
“Join our community to kickstart your business goals.”
“Join now for the chance to win $100 off your first service.”
- Utilize the power of verbs.
Verbs are far more powerful than adjectives when copywriting. Typically copywriting is oversaturated with the same adjectives and characteristics, instead use verbs to make your copywriting harder to ignore.
“Our product is fast-working and efficient.”
vs.
“Our product cuts cleaning time in half and absorbs 150% more liquid than other products.”
- Be conversational.
Use a “you and me” style of writing; it should feel like a genuine conversation between your brand and target audience. Adopting this style allows for meaningful connections with possible customers.
“Monthly audits are recommended for advertisers to save money.”
vs.
“If you want to save money, we recommend auditing your account monthly.”
Lastly, Follow the “Think, Feel, Do” formula.
- What do you want your reader to think about?
- What do you want your reader to feel?
- What do you want your reader to do?
By implementing these tips, you can effectively engage your audience, drive conversions, and elevate your brand to new heights of success through the power of persuasive communication.
Sources:
Forsey, C. (2022, April 25). 11 conversion copywriting tips that grew our revenue by 240%, according to lately’s CEO. HubSpot Blog. https://blog.hubspot.com/marketing/copywriting-tips-improve-conversions
Shan, Y. (2023, April 25). Leverage Brand Voice Through Copywriting [Powerpoint Slides]. College of Liberal Arts, California Polytechnic State University, San Luis Obispo. https://docs.google.com/presentation/d/18kvFZJ_iP5lPCLCs_l69Dh9cSWbdI1ckmHhN4dao4fQ/edit#slide=id.p
Tuck, A. (2021, January 26). How do you think feel do? LinkedIn. https://www.linkedin.com/pulse/how-do-you-think-feel-alexander-tuck/
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